PROJECT

Identity, Collateral, Templates and Styleguide

CLIENT

Australian Music Centre (AMC)

The Australian Music Centre is a national service organisation that facilitates the performance, awareness and appreciation of Australian music.

The AMC makes a unique contribution to the Australian music and sound landscape.

The key brief for the revision of identity was to retain the shape of the map of Australia in the design.

THEME

MAP OF AUSTRALIA / RHYTHM / CONNECTION

The AMC symbol is derived from the map of Australia and the visual diagrams of the Lorenz Attractor. The Lorenz Attractor is a fractal structure that exhibits chaotic flow, noted for its lemniscate shape.

The symbol borrows elements from this visual chaotic flow and multifaceted layers to demonstrate the vastness of the Australian landscape, and the diversity of Australian music and its culture.

The logo captures the AMC’s eclectic energy symbolising the essence of the Australian music and sound landscape with youthful tones that reflect contemporary Australia.

The logo when enlarged emphasises multifaceted energy; when reduced, this energy is transformed into a fusion of pro-activity.

The use of the AMC symbol as a graphic element with a refreshing colour that evokes the Australian rainforest enhances the visual communication of the brand.